On point 7 ((Testing an unclear hypothesis), while agreeing with the overall point, I strongly disagree with the examples.
> Bad Hypothesis: Changing the color of the "Proceed to checkout" button will increase purchases.
This is succinct, clear, and is very clear what the variable/measure will be.
> Good hypothesis: User research showed that users are unsure of how to proceed to the checkout page. Changing the button's color will lead to more users noticing it and thus more people will proceed to the checkout page. This will then lead to more purchases.
> User research showed that users are unsure of how to proceed to the checkout page.
Not a hypothesis, but a problem statement. Cut the fluff.
> Changing the button's color will lead to more users noticing it and thus more people will proceed to the checkout page.
This is now two hypotheses.
> This will then lead to more purchases.
Sorry I meant three hypotheses.
> Bad Hypothesis: Changing the color of the "Proceed to checkout" button will increase purchases.
This is succinct, clear, and is very clear what the variable/measure will be.
> Good hypothesis: User research showed that users are unsure of how to proceed to the checkout page. Changing the button's color will lead to more users noticing it and thus more people will proceed to the checkout page. This will then lead to more purchases.
> User research showed that users are unsure of how to proceed to the checkout page.
Not a hypothesis, but a problem statement. Cut the fluff.
> Changing the button's color will lead to more users noticing it and thus more people will proceed to the checkout page.
This is now two hypotheses.
> This will then lead to more purchases.
Sorry I meant three hypotheses.